AllTrails
On-Grid
Young Shits Runner-Up (December 2025 Student Category)
How do you make wellness 'hot' for a digital generation?
You bring the 'off-grid' experience on-grid. By transforming the city into a curated network of in-app hikes, we made AllTrails an accessible, everyday destination for every urban wellness lover.
Curated Walks & Recommended Stops
Toronto is home to Canada’s largest creative community - explore the start of what it has to offer.
A safe walking loop for meeting an online date.
Toronto is overflowing with amazing cafes, let’s do a coffee hike!
Crush some goals without leaving the city.
Functional OOHs: Urban Trail Markers
Experiential - Take a Hike Day
A week-long AllTrails OnGrid pop-up where users can:
Visit trail huts that are positioned along the curated routes
Collect commemorative physical patches
Post using AllTrails digital trail stickers
Collect ‘em all!
Tension
AllTrails has Dad Energy...It’s viewed as a functional, clinical tool for finding an off-grid 2-mile loop in the forest, lacking the "cool factor" required to capture the modern wellness consumer who value exercise that feels like leisure.
Insight
The downtown population isn't suffering from a lack of trails; they’re suffering from a lack of imagination about what a trail can be.
Idea
There’s a massive untapped trail network at your fingertips: The city grid.
Team
Rebecca Vanular & Alessandra Singh
My Role
Art Direction & Copywriting